12 Top Print Advertising Tips

Don’t overcomplicate the advert – if it looks cluttered people won’t even attempt to understand what it’s about, they’ll simply turn over the page. Use one picture or image as opposed to many.

2.Focus on one proposition

Concentrate on transmitting one simple clear proposition. As Jay Lipe, president of Emerge Marketing in Minneapolis, says “The more focused the message, the more impact.”

3.Include a picture caption if you have a picture

Research shows that people who look at pictures also read the picture caption if it’s there, so make sure you include one.

4.Long copy can be used

There’s no harm in using long copy to explain your product or service in more detail. Just make sure that the ad doesn’t look cluttered or complicated.

5.Stress the Positive Benefits

This is a golden rule of advertising – stress benefits not features. If you’re advertising a skin care product don’t say that it ‘reduces wrinkles’. Instead use the phrase ‘look 10 years younger’.

6.Long headlines can be effective

Interestingly research actually shows that long headlines result in higher sales than shorter headlines.

7.Use photographs instead of artwork drawings

Photographs can be likened to the real world and as a result they facilitate recall better than artwork – research suggests by as much as 26%.

8.Check the advertisement in print format

This is vital. Readers won’t see your ad in high definition quality on a desktop. Therefore check to see what it looks like in print format being going ahead… it’s amazing how previously easy to read text can become unclear.

9.Use colour if possible

Without colour your ad will not only be noticed less but people will also perceive it as being bland before even reading it.

Designing an Effective Leaflet

Leaflets can be one of the most effective marketing techniques but the success of this type of marketing depends primarily on the leaflet design.

A leaflet must grab the recipient’s attention, make them interested in the product or service, and finally induce some action, whether that’s phoning a number, visiting a website, or placing an order.

Follow our step-by-step guide to creating an effective leaflet:

The Leaflet Itself – Make It Professional

Graphic design experts exist for a reason – because professional leaflets make a difference. Anyone can write a few lines of text on their home computer, print it out in black and white, before delivering it to households. Some people will recommend that it’s cost-effective to go for black and white leaflets if you’re short of money. It isn’t.

Unprofessional leaflets will reflect badly on your company, possibly doing more harm than good. After all, if you don’t feel confident enough in your product or service to spend a little money promoting it then why should people feel confident in ordering from you.

Invest in a high quality professionally-designed leaflet. If you don’t have a huge budget go for 1,000 leaflets at A6 size – that way you can test the market and have more printed if they are a success.

An Attention-Grabbing Headline

Many people pick up leaflets that have been delivered to their home and head straight for the bin. In the time it takes for them to walk there your leaflet needs to grab their attention. This is where an excellent headline is required.

Don’t use your business name or product category as the headline. This isn’t a business card and customers don’t care that you’re called ‘Smith’s Repair Centre’ for example.

Instead, create a headline that initiates interest, such as ‘What do you do when your washing machine breaks down?’ or ‘Be prepared – don’t end up with huge repair bills.’

Find out what’s important to your customers and incorporate that into your headline.

Avoid Long Sentences

People rarely read long sentences on leaflets so don’t use them. Instead use bullet points and get straight to the point.

Include ‘Power Words’

There are some words that are known for being good at attracting people’s attention. They include - avoid, free, bargain, bonus, discover, earn, easy, enjoy, exciting, exclusive, extra, fast, how to, learn, money, mystery, new, profit, save, special, win. Try to naturally incorporate these words into your text.

Use Images

The saying goes that a picture says a thousand words so think about using one. Make sure it’s relevant and rei...

Leaflet Design, Print and Distribution Costs - Cost of Flyers

Leaflet Design Costs

The cost of designing a professional looking leaflet or flyer is not substantial, particularly when also having the leaflet printed at the same company.

Generally the cost will be in the region of £60, although some designers charge on a per hour basis so the cost does vary. It’s highly recommended to agree a set price at the start – per hour pricing simply rewards inefficiency. Also, if your leaflet requires a number of images this can increase the price as often these must be purchased.

It’s also worth noting that some printing companies offer free design providing you place a minimum order for the printing of the leaflets. This tends to be the most time and cost-effective way for startups to get leaflets designed and printed.

Leaflet Printing Costs

The cost of printing leaflets depends on their size, the number of colours used, whether the leaflet is one or two-sided, the quantity ordered, a gloss, matt or laminated finish, and how thick the material is.

However, the following table gives a good idea of guideline prices if you order 10,000 double-sided printed leaflets:

Paper Quality

130gsm

350gsm

Leaflet Size

A7

n/a

£100

A6

£150

£200

A5

£300

£350

A4

£400

n/a

A3

£500

n/a

Regarding VAT on the printed material, the rules in the UK are quite complicated. HM Revenue and Customs classifies most printed items, such as postcards, posters and promotional stationary, at its standard rate of VAT (17.5%), but there are some notable exceptions.

In general, leaflets & flyers are VAT-free unless one of the following is applicable:

If an area of your leaflet is designed to be written on by customers it is likely to be classed at the standard rate for VAT.

Mentioning a discount promotion, such as “20% off when you show this leaflet”, means that the leaflet is classified as a voucher and VAT of 17.5% must be paid.

Mentioning “free entry with this flyer” results in the flyer being classified as a ticket so VAT must be paid.

Leaflets designed to be shown in shop windows are classified as posters and become eligible for VAT.

Finally, the use of thick paper or card, or laminating the leaflet results in HM Revenue and Customs determining that the leaflet is designed to be retained by the recipient, resulting in it being classified at the standard rate of VAT.

Some printing companies will still look to charge you VAT on leaflets and flyers even when they are classified as being exempt from VAT. Knowing the rules can help you negotiate a better deal for yourself.

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